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by nearly half of all agents (47%) and
are considered more important by
smaller agencies and the lowest-pro-ducing home-based agents (62%).
Despite agents’ increasing use of
Web-based tools in their business,
survey respondents did not place
great emphasis on finding agency information or booking capabilities on
supplier sites. That particular supplier
service ranked fifth on the list, though
it ranked slightly higher for smaller
home-based agents, who tend to lack
When asked to describe their specialties or the particular travel services
that they emphasize or focus on, 72%
cited cruises, far more than any other
Even among the largest brick-and-mortar agencies, which typically handle a high proportion of corporate
business, 52% named cruises.
After cruises, agents named packages and tours, family travel and resorts
and spas, in that order, a ranking that
is unchanged from last year.
Also unchanged was the bottom of
the list, with condo rentals, ecotravel
and timeshares in single digits.
Agents continue to rely heavily on
Travel Products Respondents Focus on
Types of travel Total
Family travel 38%
Destination focus 16%
Affinity groups 8%
Motorcoach tours 8%
Adventure travel 7%
Condo rentals 3%